Compatibility-Driven Momentum in Redemption of Sales Promotions

We study how product category and construal level moderate the effectiveness of gain versus loss framed sales promotions. For products associated with a hedonic goal (e.g., a chocolate cake), loss frames led to a greater likelihood of redemption for low- (vs. high-) level construers. For products associated with a utilitarian goal (e.g., an energy bar), gain frames led to a greater likelihood of redemption for high- (vs. low-) level construers. When the product category, message frame, and construal level were compatible (e.g., a coupon for a utilitarian product presented in a gain frame to high-level construers), redemption likelihood was affected less by product evaluations, suggesting that a goal-compatibility driven momentum motivates consumer action (such as coupon redemption) in these situations.

Citation:

Amar Cheema and Nidhi Agrawal (2009) ,"Compatibility-Driven Momentum in Redemption of Sales Promotions", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 146-149.